visitor activity monitoringweb statistics

What is Over-The-Top (OTT)?

New Road Advertising > OTT

Back To Homepage

While OTT devices traditionally include streaming devices like Smart TVs, Apple TVs, Amazon Fire Sticks, Xbox, and Playstation – just to name a few – OTT services are also popular on laptops, smartphones, tablets, and desktop computers.

The OTT market has expanded considerably in recent years and will continue to dominate mainstream media in the years ahead. It has transformed into one of the most accessible and widely consumed forms of media, making it a powerful platform for companies to easily reach their current and new demographics. We’ve broken down the major devices, aspects, and advantages of OTT for you below.

OTT Devices

Connected TVs (CTV), otherwise known as a Smart TV, stands as one of the most ubiquitous and flexible OTT devices. CTVs rely on internet connectivity instead of cable and stream content from countless media platforms like Sling, Netflix, Hulu, Peacock, Disney+, and Amazon Prime Video. Smart TVs are considered OTT devices because they are used solely for OTT streaming.

However, laptops, desktops, tablets, and smartphones have become a staple in OTT streaming despite not being strictly OTT devices. Consumers can stream content from anywhere on any of their technology. While Smart TVs are a cornerstone of OTT, the widespread use of non-streaming specific devices has unlocked impactful advertising opportunities with new and expanded demographics.

What is OTT Advertising?

OTT advertising is all about capitalizing on streaming services. Perhaps its greatest advantage is the ability to personalize ads and collect valuable data on consumer-ad interaction. Companies can pinpoint powerful, niche audiences and show their content just to them instead of wasting resources by placing advertisements in front of a broad, general demographic. OTT offers a way of speaking directly to a company’s specific customer with a personalized message.

The other invaluable component of OTT advertising is measuring impact. Companies embracing OTT ads will be able to see click-through rates and understand ad performance. This allows for ads to be created and refined easily and with maximum effectiveness.

TV Advertising: OTT Vs. Cable

In the face of powerful, personalized streaming services, cable has started to fade. More and more consumers are canceling their cable subscriptions and opting for internet-based media. We see it as a favorable shift for both consumers and advertisers. People benefit from personalized viewing experiences while companies can optimize the impact of quantifiable targeted ads to new and niche audiences.

Given the rate of adoption and expanded OTT market, we’re just scratching the surface of OTT advertising.

New Road Advertising: OTT Services

New Road Advertising leverages decades of experience in the marketing and advertising space to create impactful OTT campaigns grounded in the latest market trends and technologies.